Google Play Instant – Loading UI

Instant apps and games can launch on a user's device without prior installation. Since their launch requires data to be loaded from the internet there is some latency involved.

To make this experience feel as frictionless as possible we've created loading different loading experiences for apps and games on Google Play Instant.

Leading the effort I've worked with the Play illustration team and motion designer to create loading UIs that match the context, are engaging, provide the needed context and also communicate our brand.

Games loading UI
Apps loading UI